Social Marketing Friend to Friend

SOCIAL- FRIEND TO FRIEND

Affiliate Summit East

PROPRIETARY & CONFIDENTIAL

WHAT WE WILL COVER TODAY

Community

Paid Social

Social Affiliate

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PROPRIETARY & CONFIDENTIAL 3

SOCIAL COMMUNITIES ARE REDEFINING REALITY DAILY

Humans are profoundly shaped by our social environment and that we suffer greatly when our social bonds are threatened or severed, we are wired such that our well-being depends on our connections with others– Scientist Matthew Lieberman (Author- Social)


CULTIVATE SOCIAL COMMUNITIES

Social Communities are:

Collective

Credible

Engaged

Collaborative


SOCIAL BEHAVIOR

Source- Gigya

In Q2 2015- Facebook controls 2/3 of all social logins- an all-time high.


SOCIAL IS DRIVING RESULTS FOR RETAIL

2011 2012 2013 2014 20150

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U.S. social commerce is growing 90% YOYSocial Commerce Sales

(USD- $Billions)

Source: Booz & Co Social Commerce

Retails spend 30% of their social marketing budgets on Facebook87% of Clothing & Apparel sales from social media sites originate from Facebook


SOCIAL LIVES THROUGHOUT THE CUSTOMER JOURNEY

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Initial Consideration

Set

Trigger

Moment of

Purchase

Social Display

Social Posting

Advocacy

Social CRMSoSocial Commerce

SoListening & Posting

STATE OF PAID SOCIAL

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FACEBOOK TARGETING OPTIONS

•Reach people based on Facebook interests, demographics, location and behavior.

•Partner categories are a way to target people based on their off-Facebook behavior through partnerships with trusted third-party data providers such as Datalogix, Epsilon, and Acxiom.

Core Audiences

•Reach people based on the data you have in a privacy safe way.

•With Custom Audiences, you can target people based on CRM data, you can also target people based on actions taken on your website or mobile app.

Custom Audiences

•Reach people who look like your audiences.

•Lookalike audiences help you find people with similar characteristics to your existing customers, prospects and Page fans. You can build a audience from your: CRM database, Website visitors, Mobile app customers, or Page fans.

Lookalike Audiences


DYNAMIC PRODUCT ADS VS. FBXSAME AESTHETIC, DIFFERENT UNDERLYING TECHNOLOGIES

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Dynamic Ads

Dynamic Website Custom Audience pixel (requires a few modifications)

Creation flow is streamlined with dynamic ad template

Ability to turn off out-of-stock products

Ability to use single or multi-product ad units to remarket products viewed (to a real person)

(Re)targeting can occur on desktop and mobile, based on Facebook user ID match

FBX

Real-time bidding exchange

A lot of speculation around the impending demise of this technology

No self-serve option, must work with partners like Criteo or AdRoll

Bid on dCPM basis

(Re)targeting is desktop-only, limited by cookie-based tracking (i.e. anonymous)


Global Community Over 55% of visits from international users

Drive High-Quality Shopper Traffic

Most effective & predictable way to drive qualified traffic from shoppers on Polyvore to brand site

Boost Visibility Of Top Products

Related to relevant searches in the Shop areas of Polyvore with bids starting at $0.30 per click

Build Organic Following At No Cost

Advertisers will receive free traffic from brand profile, set pages, editors interaction & users’ following streams

Real Time Optimization Tool

Visibility through Promoted Products & Brand Analytics Reports

POLYVORE BENEFITS & REACH


INSTAGRAM UPDATE

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• “Shop Now”, “Install Now”, and “Sign Up” Buttons

• They do not navigate away from Instagram completely, they open a mini-browser within the app.

Action Oriented Ad Formats

Interest and Demographic targeting

API managing large campaigns

Improved Ad Feedback Mechanism


PINTEREST

40.1 million users in the US- 85% are female

75% of usage occurs on mobile

Promoted Pins can be targeted by category, geography, gender, age, and device.

$50k minimum monthly spend to receive a dedicated Pinterest rep.


VISUAL CONTENT MARKETING: INSTAGRAM VS. PINTEREST

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Use: Platform For Seeing The World In New Ways/Connecting

Think: Selfies & Social Connections Goal: Connectivity Consumer: Audiences Are Likely To

Come To Instagram To Feel Inspired, Up To Speed On Brand & Friend Activity & To Create Original Content

Use: Discovery & Curation Think: Organization, Scrapbooking &

Utility Goal: Inspiration Consumer: Audiences Turn To

Pinterest when they’re looking for something new — but unclear about what

INSTAGRAM PINTEREST


FUTURE OF PAID SOCIAL- PRODUCT BASED ADS

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• Limited targeting, only option is CA from website or mobile app.

• Available on mobile• Available as a MPA

Dynamic Product Ads

• All brands utilize MPA’s, still testing the KPI impact on 3 vs 5 products.

• Recently launched on Instagram.

• Especially valuable when layered with CRM/Lookalike targeting

Multi-Product Ads

• Curated collections and sponsored product search.

• Agency Benchmark- between $2-$3 ROAS

Polyvore Sponsored Products

Facebook Dynamic Product Ads offer a solution spanning from demand generation to fulfillment. The key difference between PLA’s and DPA’s are the remarketing functionality at the Product ID level.


THE “BUY” BUTTON

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Pinterest

Action Buttons shown at conference

and leaked online

Instagram:

Action Ad Formats announced on

6.2.15

Google:

Google ‘Buy Now’ button coming soon


RESULTS

•Retailer Alex and Ani increases ROI by 80% using eBay Enterprise Social

80% ROI 73% ROAS

434% AOV

438% Revenue

SOCIAL IN THE AFFILIATE SPACE

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PROPRIETARY & CONFIDENTIAL PRESENTATION TITLE, VERSION NAME 19

TURNING YOUR CUSTOMERS INTO AFFILIATES


EEAN WHITE-LABELED SOCIAL CAMPAIGN

Peer, Associate & Connect


SOCIAL PUBLISHER DISTRIBUTION

To evolve with the ever-changing commerce industry, as a network we are focused on creating opportunities for our advertisers beyond the typical affiliate models through unique distribution models– Social Media

• Monetization of Instagram, Vine and YouTube• Partnerships with influencer platforms and communities of trendsetters, social media hotshots and

educated consumers

Business

Social Marketing Friend to Friend